Re: ONLINE-ADS>> cached ad views

Mark Nelson (mnelson_at_matchlogic.com)
Thu, 14 May 1998 09:03:12 -0600

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Mr. Morris touches on a number of issues in a complicated topic. I would
encourage anyone to look at www.truecount.com <http://www.truecount.com>
for a full detailed accounting of the issue. Sure, it's a MatchLogic site,
but it covers the facts very well and accurately.

One correction is that TrueCount is not a cache-busting technique; it is
actually cache friendly. Again, if you go to the www.truecount.com
<http://www.truecount.com> site you'll get a much deeper understanding of
the cache issue much quicker.

With regard to the 'industry standard practices of ...paying...on non-cached
ad views only'...it's my opinion that there's NO industry standard and this
confusion contributes to the problem of attracting mass media budgets to the
Internet. I think if you can demonstrate that an impression was served at
your site, you have an argument for being paid for that impression.

We (MatchLogic) work with some sites to provide TrueCount information and
site demographic profile reporting (our new LandscapE product) in a barter
arrangement. MatchLogic provides the reporting in exchange for
button/banner impression inventory (that we use to promote our sweepstakes
to collect data).

Thanks,

Mark
Mark R. Nelson
MatchLogic, Inc.
400 S. McCaslin, #200
Louisville, CO 80027
303.665.4007, ext. 219

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